# Typeform VP says AI may make marketing harder in short term

Digest AI · Marketing & Small Business · published 2026-10-28T13:24:28Z

Canonical: https://digestai.news/story/typeform-vp-says-ai-may-make-marketing-harder-in-short-term

## Summary

Malinda Sandman, global VP of marketing at Typeform, argues that the rapid adoption of AI tools may complicate marketing rather than simplify it. Speaking on the MarTech podcast, she highlights a shift toward a “clickless” environment where traditional engagement metrics are fading. Sandman contends that while 97% of marketers use AI, lead follow-up remains a weak point, suggesting a gap between tool usage and effective action.

The discussion emphasizes that having more data does not automatically mean understanding customers. Sandman describes this as the “biggest lie” in marketing, noting that teams often face an “action problem” rather than a data problem. She advocates for human-centric creative to avoid the homogeneous outputs often produced by AI scaling.

Typeform uses AI to conduct scalable customer interviews, aiming to bridge B2B and B2C insights through video feedback. The episode explores how “always on” research can gather feedback within 24 hours, helping marketers move beyond raw data volume to actionable customer understanding.

## Key points

- Typeform VP Malinda Sandman says AI may make marketing harder due to clickless environments.
- 97% of marketers use AI, but lead follow-up performance is still lagging behind.
- Sandman argues that having more data does not equal knowing the customer, calling it a lie.

## Why it matters

It challenges the assumption that AI adoption automatically improves customer understanding, urging marketers to focus on actionable insights and human-centric strategies over raw data volume.

## Sources

1. [What data and AI hide about your customers](https://martech.org/what-data-and-ai-hide-about-your-customers) (MarTech, 2026-10-28)

Part of the developing story: [Marketing's AI Integration and Revenue Shift](https://digestai.news/thread/marketers-report-over-90-ai-use-but-struggle-to-integrate-tools-into-workflows) (3 stories)

## Cite

Digest AI, "Typeform VP says AI may make marketing harder in short term", 28 October 2026, https://digestai.news/story/typeform-vp-says-ai-may-make-marketing-harder-in-short-term

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